Make Your Accountants Media Stars: A Primer On Securing Speaking and Writing Opportunities

Make Your Accountants Media Stars

Presented by TC Public Relations

September 22, 2011

Tony Bennett

Madonna

Justin Bieber

The Evolution to Stardom

So, how do we do this?

Step One

Ask yourself: Why be a media star?

Expert among peers and alliances?

Showcase expertise to clients and prospects?

Expectations for ROIT (Return on Invested Time)?

Options

By 2013, public relations spending will be up to 8 billion dollars, which is a 55% increase from 2008, according to the annual Communications Industry Forecast by private equity firm Veronis Suhler Stevenson (VSS).

The $8 billion figure – cited in an Economist article on the vitality of the industry – contains $3 billion that will be spent on word-of-mouth marketing, which includes social media outreach.

Does it matter?

Owned Media Earned Media

Step Two Performance opportunities

Owned Media: Writing Your Songs Comment on blogs

Your blog

Publication comments

Contributed articles

Earned Media: Scheduling Your Concert Tour

Trends in the accounting industry

Earned Media: Scheduling Your Concert Tour

A 2008 study of news stories in U.K. newspapers found that more than half contained mostly PR material. A study in the Columbia Journalism Review found that more than half the stories in an edition of The Wall Street Journal “were based solely on press releases.”

USA Today

Seasonal evergreen topics

Earned Media: Scheduling Your Concert Tour

ShowtimeStep Three: Showtime

“As trade media continues its precipitous decline and the importance of domain experts grows, marketers are increasingly courting these influencers.”

Social Marketing to the Business Customer

Build a Blog

And it’s not just those Fortune 500 companies getting into social media, either.

500 or fewer employees

501 - 1,000 employees

1000 employees or more

0 5 10 15 20 25 30 35 40 45 50

% of Companies Using Social Media for Promotion (Careerbuilder.com)

Publish Yourself or Get Published

Live Is Where the Action Is

Developing more business from current/past clients

Small-scale seminars (interactive webinars) Speeches at client industry meetings Articles in client-oriented trade press

1Adapted from Managing the Professional Services Firm by David Maister

Top Tier Marketing Tactics for Professional Services1

Name one takeaway from today’s program

Points to Ponder

Tom Ciesielka312-422-1333

tc@tcpr.net